Costa Filho, Bento Alves da2025-10-232025-10-232025SANTOS, Renato dos. Marketing jurídico na advocacia brasileira: código de ética da OAB como agente limitador da prospecção de clientes. Goiânia (GO), 2025. 57 f. Dissertação (Mestrado Profissional em Administração) - Centro Universitário Alves Faria, 2025.http://repositorio.unialfa.com.br/handle/123456789/650This paper focuses on legal marketing in the Brazilian legal profession, given its essential function to justice. Advertising used by practicing lawyers should be exclusively informative and discreet and moderate. The research seeks to raise questions about lawyer advertising, with the OAB Code of Ethics and Statute acting as a limiting factor in client prospecting. Within the context of how legal marketing can be implemented within the legal constraints of the OAB Code of Ethics and Statute, the overall objective is to analyze how the OAB Code of Ethics limits the practice of legal marketing in the Brazilian legal profession, especially regarding client prospecting. The methodology used was a qualitative approach based on narrative bibliographic research, focusing on websites (texts and articles), conceptual issues of legal marketing, legal texts, and field research through interviews with lawyers. This dissertation sought to answer the following question: based on the limits imposed by a traditional code of conduct, what strategies can legal professionals adopt for effective marketing? The responses revealed that prospecting must be conducted continuously, such as through digital marketing, referrals, image positioning, content production, paid traffic, and partnerships between lawyers, without violating the Code of Ethics and the OAB Statute, observing the provisions of OAB Provision 205/2021, which regulates advertising and information for the Brazilian legal profession.ptMarketing jurídicoCódigo de ética da OABPublicidade na advocaciaAdvocacia brasileira